Lever Europe, a division of Unilever, markets Snuggle fabric softener. But in 10 European countries, it uses seven brand names,
including Kuschelweich in German, Coccolino in Italy, and Mimosin in France. These products also have different packages, different advertising programs, and occasionally different formulas. From this information, we can assume that Lever Europe uses ________ marketing strategy.
A differentiation strategy means that a product or service will be adapted or changed in order to fit the needs and wants of their customers. This product or service changes can include changes in the product design, packaging, features, brands, quality and even customer service.
In this case Lever Europe brands one product differently depending on which country it will be sold. Along with the new name, the packaging must also change, and even some features might change also (e.g. color or density). This way French customers will probably be more attracted to Mimosin instead of Snuggle, or German customers must also prefer Kuschelweich.
